New Raybestos Professional Grade Packaging Makes Selling Easier

New packaging for Raybestos Brakes will be released this fall. The new Raybestos Professional Grade packaging was redesigned of offer compelling facts and attention-grabbing visuals in order to provide the product validation technicians need to confidently sell a premium brake job.

The Marketing Division of Affinia Group Inc. recently asked technicians,

“What friction material provides the best performance in key benefit areas, including; low vibration, low noise, low dust, most effective braking and being most environmentally friendly?”

Ceramic formulations dominated the installers’ responses and were seen to be the superior material for each attribute. When consumers were asked a similar question, ceramic formulations, once again, were seen as providing the best overall benefit in terms of brake dust, performance, noise, vibration and environmental friendliness.

Technicians were also asked, “On what basis do you choose a friction material?” Being O.E. – matched or Ceramic were respectively the #1 and #2 answers.

“Upon review of the brake pad packaging in the marketplace, there’s a ‘sea of sameness’ in the look and feel of most,” said Jeff Stauffer, senior vice-president, global marketing, Affinia Brake & Chassis. “In addition, many formats are hard to read and lack real product benefit deliverables in language that both technicians and consumers can understand.”

After reviewing extensive qualitative and quantitative research, the manufacturers of Raybestos brand brakes developed a new strategy for their Professional Grade packaging. In order to differentiate it from other competitive brands, the new packaging clearly highlights the unique performance claims of the products.

“We updated the look to feel more relevant and appeal to both technicians and D.I.Y.’ers in a more personal and friendly way,” said Brian Fleming, director of marketing, Affinia Canada. With the high-resolution images against the traditional “blue” background associated with Professional Grade products, the messaging clearly and concisely explains what is most important in the decision making process for friction products.

The new packaging addresses the two key reasons professional installers give for friction material selection by providing two clearly defined choices:

Professional Grade Ceramic uses ceramic friction material that matches or improves on the OE ceramic formulation to provide maximum stopping power and safety. These pads achieve strong and silent braking with low dusting, improved pedal feel and enhanced responsiveness.

Professional Grade OE-Matched uses semi-metallic and NAO friction material that matches OE and is engineered to restore factory performance. Premium shims dampen noise, while OE-or-better slots and chamfers provide a smooth, quiet ride.

In addition to the regular safety inspections recommended by the Motorist Assurance Program (MAP), and the Automotive Industries Association (A.I.A.) the importance of using replacement brake components that match O.E. safety criteria is strongly suggested. Each new Raybestos Brakes PG package communicates Safety First Engineering. This three-part promise confirms every part is 1.) Rigorously Researched, (2.) Extensively Tested and (3.) Fleet Proven.